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Competitive Advantage
Competitive advantage

Strategy is concerned with competitive advantage, and for marketers the obvious corollary is to look for competitive advantage in the marketplace. Strategic planning is intended to create a ‘road map’ for the company in achieving the organisation's objectives.

Creating competitive advantages means developing some kind of competence within the firm which will enable it to carve out a market for itself against competition from other firms. There are (broadly) four types of competition, as shown in Box 1.1.

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